GetYourGuide to run its own branded tours, unveils new tagline

GetYourGuide has announced a new initiative – Project Incredible – which sees the tours and activities provider take control of some of the tours it sells by specifically branding them as GetYourGuide.

Today’s move, which it claims is an industry-first, will go live this August, launching in three cities. The plan is to have 100 tours across 15 destinations by 2019.

The tours will be “curated” from its existing line-up of tours and activities, and will be branded on the ground as GetYourGuide. The release talks about the guides getting special training, some of the tours having “special access” privileges and an improved check-in experience for participants.

Elsewhere, it is also launching a new brand identity, complete with a new tagline “Love Where You’re Going” which replaces “Stay Curious”.

It seems unlikely, based on what we know so far, that GetYourGuide having 100 branded tours and a new motto will have any material impact on the balance of power in tours and activities when there are players of such scale also involved.

The argument that the sector is still sufficiently large and fragmented to accommodate a myriad of businesses still holds, but when you have Booking, TripAdvisor, TUI – not forgetting Expedia and Ctrip – all interested and invested in the sector, consolidation is almost inevitable.